Bill Kneebusch
CEO of Popeye Energy
What are the top three criteria you use to select design firms?
Like the famous rule of real estate, I believe the three most critical aspects in selecting a design firm are portfolio, portfolio and portfolio. A firm’s level of competence is clearly identified by past workmanship. Don’t assume your design firm will have a sudden epiphany and create their greatest work on your project!
Where are the best places to discover design agencies?
1. Industry Trade Shows
2. Magazine
3. Online
Are there any other tips that you’d like to provide?
When I am working with a design firm, I try to set a general direction and let go of the details. Doing this is in recognition of the fact that others are better at design than me. By offering my thoughts or expectations, I may pollute their natural creative direction. Just set the course and let the creative people do what they do best.
Can you describe your dream design agency?
A firm that has quality people, strong communication and responsiveness yet offers enough efficiency and throughput that the price point remains competitive.
How strongly should a brand weigh an agency’s client list?
I would be hesitant to use design firms outside of their area of expertise. Due to printing limitations, our design firm, McLean Design, had to work closely with our can manufacturer to create the vintage look we wanted for Popeye Energy. Without this in-depth knowledge of our industry, we would have faced a frustrating challenge trying to achieve our desired image.
What are the top three characteristics of great design firms?
1. Quality people
2. Strong communication
3. Responsiveness
Can you name a pet peeve when working with design agencies?
The only pet peeve I have is a lack of responsiveness.
How much research should a brand do before making that first call to a package design agency?
You should know as much as possible about your potential design firm before making the first call. You are essentially seeking a partner for a skill set that you do not possess in house. Do your due diligence first to ensure a long successful relationship.